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How To Analyze and Take Advantage of Twitter Analytics

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As time goes on, more companies are allocating extra efforts to marketing on Twitter. With more than 500 million tweets published everyday, it’s safe to assume Twitter is becoming one of the most prominent places for companies to advertise. One way to measure success is to pay attention to your analytics, which will help you make better decisions in the future. Here are five Twitter analytics in your dashboard you should be checking on a regular basis.

Tweet Impressions:

Tweet impressions refer to the amount of times Twitter users are exposed to your content. These individuals can be followers, as well as followers of people who share your tweets. When you pay close attention to the number of impressions your tweets receive, you get an idea of how engaging and valuable your content is. It also gives you a better understanding of how many people are seeing your content. If that number isn’t as high as you’d like it to be, you will want to make a stronger effort in increasing your followers.

Profile Visits:

Profile visits refers to the number of times Twitter users land on your profile page. There are a few different ways you can go about looking at this metric. One important aspect is your profile picture. Having an image that entices people to want to learn more about you can help increase the amount of profile visits, which increases the likelihood that they follow you, too. Another vital aspect of your homepage is the description, or what you want people to know about you. The most important aspect of your profile is having a professional appearance and manner. Take the time to think about what you want people to know about you or what you want to be known for. The more effort you make with your profile information, the more successful you will be with your Twitter efforts.

Top Tweet:

In your Twitter analytics dashboard you will see a section that identifies your top tweet from each prior month. Impressions, likes, retweets and mentions are all taken into account when identifying what tweet was the most successful. Take a look at your “top tweet” from each month and look for patterns. Was there a picture? If so, what style of imagery was used? What was the messaging? Was there a specific call to action? Was it promotional or was it something more personal? These are all aspects of your content that can be analyzed so you have an idea of what people want to see, and how they engage with it. This will help you pinpoint what you should be focusing on when curating future content.  

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Top Follower:

As you begin to grow your follower base, the analytics dashboard will help you identify which followers have the greatest influence in the Twitter world. Each month, take some time to learn more about these individuals. Who are they? Where are they located? Do they share similar interests as you? After you’ve made an effort to do some research on them, reach out to them and start a conversation. The more personal you are, the more likely they are to respond positively. The key is to be genuine and not come off like a salesman. By taking a little time out of each month to engage with your top followers, you increase the likelihood of turning these followers into advocates and influencers.

Top Media Tweet:

It’s no secret that a majority, if not all, of your tweets should include some type of multimedia, whether it be a picture or video. According to Twitter’s blog, tweets with photos receive 313% more engagement than tweets that don’t include an image. Each month Twitter analytics will identify which of these images or videos was the most successful based off impressions and overall engagement. Remember the style of image you used for that particular piece of content and use that information for reference in the future.   

If you or your company are utilizing Twitter, take a little time every now and then to peak at your analytics dashboard. Knowing what content has been successful for you in the past will help you determine what will most likely be successful in the future.   

If you are looking for more expertise about Twitter or other social channels, contact us!

What Twitter posts get your page the most engagement?


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When Customers and Clients Become Friends

client friends

While sitting here pondering why I’m writing a blog for our company (when I should be on vacation) it suddenly dawned on me, my colleagues have become my friends. Is this also the reason why, when I should have been siding my house or having a bit of me time, I found myself constantly thinking about my clients and their projects?

The thought of letting my friends down is what keeps me glancing at my phone and wondering if everyone is doing OK. My working relationships have become friendships, too!

If you ask any successful person, whether in business or politics, you will hear over and over again, “It’s all about relationships” and, in business, relationships bring great value.

Kess Metrics will often write about customer relationships, I have a bookmark of an article they wrote some time ago that I greatly appreciated 10 Ways to Make Customers Fall in Love with Your Business.

These are some of the things that I would recommend to take your business relationships to the next level.

Be your customer  

If there was someone else offering the same service or product as you, do you offer anything extra that can set you apart? Would you like to work with or hire yourself? What would you change?

Be willing to change and take risks

The world is an ever-changing place, so don’t get left behind. Try something different to attract new relationships. This might affect some of your old contacts, but if building relationships is your goal, the risk will pay off in the end.

Have an attractive personality

Show enthusiasm for everything. Help others relay ideas. Listen to others. Have confidence in how you speak and act. Know the difference between confidence and cockiness. Leave each person better off than when you found them.

Make connections

It’s easier to build a relationship when you can find something in common. This could be a hobby, their kids or their favorite sports team. The list is endless, but remembering the small things about your customers or clients is what makes your relationship valuable and harder for them to break.

Go the extra mile

Relationship will always grow when you’re willing to go the extra mile.

You don’t need to be best friends with your clients or customers to have a relationship, but a relationship built on integrity and value will keep your business growing.

“The way we communicate with others and with ourselves ultimately determines the quality of our lives.”– Anthony Robbins


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Packaging – Just As Important As What’s Inside

“Never judge a book by its cover.” It is a lot easier said than done. It is human nature to make quick judgments based on outwardly appearances. We are drawn to beautiful, creative things. That is why packaging is just as important as the product inside. Packaging is the vehicle for the product and the final step that can influence a consumer to make that impulse buy.

Graphic courtesy of warhol.org.

Graphic courtesy of Warhol.org.

Packaging can be timeless. Take Coca-Cola for example. Its distinctive red label with white cursive script is instantly recognizable on grocery shelves. Recently, Coca-Cola put a new spin on its classic design by adding people’s names —  Alex, Bob, Carol — to the label. The new packaging created buzz on social media and brought new attention to the brand; tons of people started posting pictures of Coke bottles with their names on it to their Facebook and Instagram accounts. Other brands with iconic packaging include Tiffany’s with their bright blue boxes and Campbell’s with their red and white soup cans.

Packaging can be functional. When Burger King released a new product called Chicken Fries, it designed the perfect box to go along with it. The box is intended for people on the go. It is the right size for a car cup holder, and it even has a spot for dipping sauce.

Photo courtesy of TheOdysseyOnline.com.

Photo courtesy of TheOdysseyOnline.com.

Kellogg’s realized that sometimes it is a hassle to find a bowl for your breakfast cereal, so it packaged some of its cereal in convenient plastic cups. Consumers can just tear the plastic tab off the top of the cup, pour milk into the bowl and enjoy.

Packaging can also be clever. Check out this oven-shaped gift box for cookies from Thelma’s Treats:

Photo courtesy of PackWorld.com.

Photo courtesy of PackWorld.com.

Charming and retro, this box is much more eye-catching than the typical bakery box. If you have attention-grabbing packaging, customers are sure to spot your brand at the store, on the street or on the Web. Packaging is effective advertising.

Never underestimate the power of packaging. Packaging — whether it is iconic, practical or innovative — gets your brand noticed, which in turn increases your customer base and grows your business!

Has a certain packaging ever caught your eye? How did it affect your chances of buying it?


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Marketing And Communication Through The Lens Of The Internet

It’s evident the Internet has impacted the way we converse personally and professionally. The Internet is a resource that has allowed people to transition from content consumers to content producers and consumers. Today, you can easily look up a recipe or compose a tweet using your smartphone. Think of how many online ads you see daily. As a result of the Internet, businesses are investing in relationship marketing. The Internet has transformed the communication industry into the integrated marketing and communication (IMC) industry. To put it simply, things have changed.

communication social media business

Image from Native Communication

The Internet’s impact on old mediums

Let’s review communication before the Internet. At one point in time, people relied on door-to-door marketing to sell their product or service. But then came the newspaper, the radio and the TV, which are all communication mediums that made it easier for businesses to reach target audiences.

Although some argue the newspaper is coming to an end, I like to think the Internet has made the newspaper even more available. You can access newspapers, radio broadcasts and TV shows simultaneously using the Internet. If you think about it, the Internet is all the old mediums wrapped in one. It’s informative like newspaper, provides audio like radio and is visual like TV.

Modern Communication

The primary goal in IMC is to establish relationships with consumers, and the Internet allows businesses to easily reach target audiences. For example, we share a lot about ourselves on social media. Besides sharing our latest selfie, we share the type of musicians, foods and products we like. This is all marketable information businesses rely on to create compelling copy and visuals to convince consumers to invest in their product or service.

Image from Kendal at Home

Image from Kendal at Home

The next time you’re on your favorite social network, look for a sponsored ad. Trust me, you won’t have to scroll too long before you see one. The ad will likely relate to your interests, or you may see an ad from the recent Facebook page you liked. Nevertheless, we’re experiencing the revolution of marketing and communication through the Internet. I can’t image what the future holds for the Internet, but I’m excited to be a part of this savvy journey.


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Five Myths I Believed About Marketing And Advertising

Right around this time four years ago, I moved from Inver Grove Heights, Minnesota to Madison, Wisconsin for what I knew would be some of the best years of my life. The tenth floor of Sellery Hall was my home for my freshman year as a Badger. It would be where I took my first shot of vodka before the big game, where I missed classes because I hit snooze one too many times, and where I fell in love with the idea of someday working at a marketing or advertising agency.

I wanted to be a copywriter. I wanted to be just like Peggy Olson, a resilient character from Mad Men, with an undeniable talent for forming exquisite copy. To a freshman learning about marketing and advertising for the first time, a position at an agency seemed like the sexiest and most glamorous career choice out there. To an employee now fully immersed in the industry, I must admit, there’s more to marketing and advertising than old fashioneds and Don Drapers. So without further ado, here are five myths I believed about marketing and advertising before I landed a job at an agency.

Myth 1: Marketing and advertising are one-in-the same.

Reality: In some cases the terms marketing and advertising can be flip-flopped and hold a similar meaning, and both require some of the same skills and knowledge. But, ultimately, there are many differences between marketing and advertising. Marketing is about preparing your product or service for the marketplace; advertising is about spreading the word in the marketplace. Advertising means buying placements to send a certain message whereas marketing means evaluating a business and deciding whether advertising is going to be effective for that business. Advertising is often included in marketing plans.

Myth 2: Working in a marketing or advertising agency is a very glamorous career.

Reality: Yes, we like to have fun and sometimes crack open a beer on Fridays after 4 p.m., but working in an agency doesn’t mean you’ll eat delectable brunches and drink fancy martinis every day. Sometimes people have to stay in the office long after 5 p.m. and sometimes you put hundreds of hours into a campaign, design, copy or strategy only to find out the client doesn’t like the ideas and your long hours are essentially trashed, forcing you to start from scratch.

Myth 3: Advertising costs companies millions of dollars a year.

Reality: Yes, if you want to buy a Superbowl commercial, you’re going to pay some big money for the spot. And, yes, big companies are spending a ton of money on advertising because they can, but at the end of the day, your marketing or advertising budget doesn’t have to cost you millions. With the right strategy and right message, even what you think is a small budget can stretch in a lot of ways. In many cases, it’s better to advertise somewhere than no where at all because you could be losing sales to competitors who are.

Myth 4: Advertising is unethical and manipulative.

Reality: Yes, back in the day, many advertisers sold lies. In 1919 Dr. William Frederick Koch claimed his medication could cure all human illnesses. In 1964 Lyndon Johnson essentially claimed that voting for Barry Goldwater would cause nuclear war. Today there are very strict marketing and advertising regulations and laws that we must follow. Advertising requires a high level of consumer trust. For the most part, advertising is honest. If you’re feeling tricked, read the disclaimer. If you think an advertisement has broken a rule, consult with the Federal Trade Commission, which was created to protect consumers.

Myth 5: You should constantly change your marketing plan to keep up with shifts in the industry.

Reality: If your current marketing plan is generating ROI and keeping new consumers interested, you don’t necessarily have to change it. Why fix something that isn’t broken?  Changing the look, tone or voice of your product or brand can be confusing and frustrating to your consumers. To them, change is bad. You should definitely launch new campaigns or buy new advertising placements, but remember to stay true to your brand’s identity – unless a brand refresh is necessary. Don’t change your brand every time you think a campaign has gotten old. Change up the campaign but make sure that when your audience sees it, they recognize the messaging and look as your brand.

With that, I think it’s only fitting to leave you with a brilliant quote from Don Draper: “Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.”

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